Companies that need leads right now
If you need a manageable flow of inquiries with a clear cost per lead that you can calmly scale up as your budget grows.
Businesses with a wide, mass audience
When the product appeals to a great many people, and it matters to target views precisely by interests and behavior, not fire blindly.
Those who want to win back lost clients
When people visited the site or profile but left no lead, and it matters to catch them with Ads and lead them to the target action.
Brands with a clear, strong offer
When there's a clear offer and the task is to show it to the right people, test combos, and find the cheapest sources of leads.
If advertising burns budget for nothing
Facebook advertising is reaching a wide audience by interests, geo, and behavior, paying for the result.